SAN FRANCISCO: Facebook Inc said on Thursday it had agreed to buy advertising technology from Microsoft Corp that measures the effectiveness of ads on its website, which should help in its fight with Google Inc for online advertising revenue.
Under the long-rumored transaction, Facebook will purchase the Atlas Advertiser Suite, an ad management and measurement platform that Microsoft took on with its $6.3 billion acquisition of digital ad agency aQuantive in 2007. Facebook did not say how much it paid for the technology.
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